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Australian Cattle Council : Yearbook 2009
CA TTLE COUNCIL OF AUSTRALIA YEARBOOK 2009 Meat & Livestock Industry Strategic Plan III the Way of the future Since 1996 the red-meat and livestock industry’s policy and program direction has been loosely guided by successive five-year Meat Industry Strategic Plans (MISP). (since superseded by Red Meat Advisory Council Ltd, or ‘RMAC’). Industry initiatives such as Meat Standards Australia and the National Livestock Identification System were created or furthered under MISP1, indicating the enormous benefits that can flow from committing to an industry wide planning process. T In 1998 the industry was restructured: Australian Meat and Livestock Corporation and Meat Research Corporation evolved into Meat and Livestock Australia Ltd (MLA), Australian Meat Processor Corporation Ltd (AMPC) and LiveCorp; MIC was dissolved and RMAC was born. As part of the shift of responsibilities, RMAC was, among other things, anointed custodian of an industry fund, the Memorandum of Understanding between industry and Government and, finally, the MISP. Following the use of a few ‘bridging documents’, RMAC facilitated the creation of MISP2 (more commonly known as the More from Less document) that generally was a ‘steady as she goes’ plan. Then came MISP3. RMAC is now in the final stages of facilitating the development of Industry’s third five-year MISP (MISP3), due for implementation on 1/7/10. ‘Ownership’ and ‘engagement’ have been the priorities for RMAC’s Steering Group, which is chaired by Terry Nolan of Nolan Meats. (Terry is the immediate past Chairman of RMAC and current Chairman of the processing sector’s peak council). With these priorities in mind, the process was begun with a two-day workshop in October 2008 involving ‘big thinkers’ from outside the existing industry structure; this was followed by a two-day workshop in December 2008 involving big thinkers from inside the existing industry structure. 44 From these two workshops the Steering Committee distilled seven Themes as headings for the final string of workshops in February, March and April 2009. The seven Themes were: Our Industry, Our People, Economy & Infrastructure, Innovation, Marketing & Promotion, Market Access and Environment & Ethics. he first MISP (MISP1) was nurtured to existence under the watchful eye of Robin Bligh, the Chairman of the then Meat Industry Council For those familiar with strategic plans it is important to note that MISP3 will cover only the ‘upper layers’; that is, within the MISP3 document will be the industry’s Vision and Mission Statements, the seven Themes and a number of broad goals under each of these Themes; individual ‘Actions’ and ‘Key Performance Indicators’ (KPIs) normally associated with strategic plans will be the responsibility of the industry’s three levy-funded service companies (MLA, AMPC and LiveCorp), five Peak Industry Councils (Australian Meat Industry Council, Cattle Council of Australia, Sheepmeat Council of Australia, Australian Lotfeeders’ Association and Australian Livestock Exporters’ Council) and the Goat Industry Council of Australia (see Figure 1 for a diagrammatic representation). Figure 1 Meat Industry Stategic Planning Process 1117_CCA Yearbook 2009.indd 44 5/5/09 8:00:48 PM